Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Meal Replacement in Portugal

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Executive Summary

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TRENDS

It is hardly news that soccer has evolved from being a working class sport to becoming a multi-billion business. Football players are not only sport stars but also marketing assets. Back in 2013, Herbalife signed a 5-year advertising deal with Cristiano Ronaldo. Even though Ronaldo was hired to promote the sports nutrition range of the US company, the benefits of the deal spilled over to meal replacement, which remains Herbalife’s core business. The company saw a dramatic increase in its meal replacement sales in 2013 and 2014 and is expected to continue to benefit from Ronaldo’s presence both in the final of the Champions League and in the World Cup.

COMPETITIVE LANDSCAPE

Herbalife Internacional Portugal SA was the category leader in both 2013 and 2014. The company is a long-time leader in meal replacement in Portugal and recently saw its value share increase further. The boost in Herbalife’s sales came from an increase in the number of resellers and from promotional activity featuring local soccer star Cristiano Ronaldo.

PROSPECTS

As of 2013, 10% of the Portuguese population was obese. This is a high rate, even if it remains below the European average. More worryingly, the Portuguese health advantage disappears if we consider children only: 30% of the population below the age of 11 is overweight. This is bad news for the Serviço Nacional de Saúde (the Portuguese public health service) but means a growing potential market for meal replacement products. In addition, the Portuguese population is the sixth most aged in the world, which means an attractive market for convalescence meal replacement products, which is yet to be explored.

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